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How NOT to do Direct OutreachPosted by: Michael Port
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I received a well written (except for a spelling mistake but I have no use for a man who can only spell a word one way anyway) and respectful email today from a man I didn't know and wasn't familiar with. Here's the email with some sections blocked out to protect the innocent:
Dear Michael,
I would like to kindly request a testimonial from your good self for one of my products that I shall be launching very soon. I would sincerely appreciate if you could provide a line or two along with your photo, your website link and a one line bio.
The product is a subscription/newsletter that is focused on personal and business development in this new era of globalisation. It will be marketed under Name of Company with this website: www.mywebsite.com.
I will greatly be honoured if you could consider providing me with a testimonial as mentioned above and send it to myname@mydomain.com.
I shall look forward to your reply with great anticipation.
Thank you.
Yours sincerely,
Peter (named changed)
What's wrong with this type of Direct Outreach? What did Peter do wrong? What should have Peter have done to achieve his goal? I've been talking about this for so long I'm asking you because I want to see if anyone is actually listening :)
Much love to you this fine day. Keep on doing big things in the world!
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Comments
Wait, wait... I know this one...
Don't make your first contact with someone be asking for something!
Never ask something from a stranger. Give to them, slowly, over time, and they won't BE a stranger any more. Then MAYBE you can ask something from them.
Plus (and this is my soapbox) there are ways to be respectful (you gotta agree, the tone of this is pretty respectful) whilst still writing in a conversational tone of voice. I hear nothing of what this person is like in the way they've written to you.
And it's obviously a form letter. Doesn't mention your work at all.
AND (this feels like an exam!) I remember in your call about writing and publishing a book, you said if you want someone to write a review, how about posting on their blog, writing a thank you note saying how much you enjoy their work.. you know, having, like, a *relationship* with that person, before asking them to do something that is going to take quite a bit of their time.
**looks around the exam room to see if everyone else is still writing...**
:-)
Andrew
And reading it through again, I suppose offering you the chance to experience his product, get to know it, and then if you love it, talking about it, would have been a wiser option.
PLUS he's obviously never read a single thing you've written, because this doesn't fit with your (reasonably clearly stated) preferences for how people are in the world.
I'm done. I think...
(I'm realising maybe I'm not totally over that be-the-first-in-the-class thing... All those years of regression therapy, and for what?)
Hi Michael,
While Peter’s letter was very well written, it didn’t contain the most important parts of a direct outreach approach such as:
=> Making a personal connection with you.
Peter doesn’t reveal how he knows you, whether it’s by hearing you speak at a recent conference or through a third party - (a friend of my friend, who is your client, etc….)
=> The attention grabber (the hook to get you to listen and keep reading)
Instead of asking for a testimonial right off the bat, Peter might have done better had he said:
“I know how important it is for you to teach solo-professionals how to extend their reach out into the world and I appreciate what you do. I’d like to help you in your mission to help others by offering you a way to connect with my readers, who desperately need your guidance…”
=> WIIFM
What’s in it for Michael? Requesting your testimonial serves him… but what does it do for you? The joining of two minds means both parties should walk away smiling as a result of the transaction that took place. I didn’t recognize any benefits listed for you. What should Peter offer you so the scale is tipped in your favor and not just his?
=> A strong closing remark.
Peter relayed how he wants you to forward the testimonial, complete with your photo and one line bio (one line… is that all?) but the rest of the outreach is so weak it’s hard to give you a compelling reason why you should jump at this opportunity.
On another note, I see no indication that he is offering a free copy of his publication for your review or that he intends to follow up with you in the future.
At this point, one would have to wonder if the email warrants a response at all!
All good things,
Bonnie Gean
I am assuming this was Peter's first contact with you. The main flaw in his request were that his first contact with you was to ask you for a favor. He also asks you to do all of the work; write a review, send a photo, etc. This was all about him and not about you at all. Also, if he had not built up a relationship with you or earned your trust, so you could not offer a review in good concience.
He would have done better by building a relationship with you in some way, maybe added value to your life in some way and then giving you his product for free. Then if you offered back some criticism or feedback he would likely be in a better position to ask you for a review.
I wanted to take this opportunity to "suck up" and thank you for your excellent books. Once I applied your concepts and ideas about ideal clients I really started loving teaching guitar again. I recommend your book to any other service professionals I meet.
Thanks Michael and I love you too (but not in a weird way)!
